Branding agency Principals hires Mary Winter as insights director

Branding agency Principals has appointed Mary Winter as insights director.

Winter will be working on client projects across Principals’ three offices in Melbourne, Sydney and Auckland. Her work in research and insights will also complement the agency’s new design arm, Alpha Lab.

Winter joins Principals as insights director.

Winter has 25 years’ experience in research. She joins Principals from Push Collective where she was research and strategy director. Previously, Winter has worked at GfK, EY and STW Group (now WPP AUNZ).

Winter said of her appointment: “This role supports my fascination with human behaviour, marketing problems, creative solutions and my passion for brands. Principals will enable me to embrace insights at the most thorough level, bringing secondary research and a diverse range of primary research skills together to add value to clients beyond ad hoc projects.

“The agency understands the voice of the customer needs to be woven into developing effective brand experiences and I am looking forward to inspiring, energising and collaborating with some of the best creative thinkers in the business.”

Principals group strategy director, Tim Riches, said Winter’s input will be invaluable.

“We are thrilled to have Mary join the Principals team. Insights play a crucial role in developing robust brand strategy, human-centric brand identity and voice. Having the capability to do this in-house enables us to offer clients significant economies of time and effort as we integrate research and brand development – making processes faster and more robust,” Riches said.

“Even in the current market, we’re experiencing a spike in interest from our clients as companies seek support in executing short-term responses and also start engaging with the strategic challenge of preparing to compete post isolation. Mary’s input in this will be invaluable.”


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